Sponsored Brands vs Sponsored Products

By Narasimha Pratap · about 3 min read

Sponsored Products are the foundation. Sponsored Brands add visibility, creative control, and multi-product promotion.

What are Sponsored Products?

SP ads are PPC listings for individual ASINs in search results and product pages.

What are Sponsored Brands?

SB ads showcase multiple products, your brand logo, and custom messaging for awareness and consideration.

Key differences

• SP: Single ASIN focus, lower CPC
• SB: Multi-ASIN branding, premium placements

When to use each

• SP: Launches, lower budgets, direct sales
• SB: Brand awareness, Store traffic, cross-sell

How to set up your first SB campaign

1. Select ad format (Product Collection, Store Spotlight, or Video).
2. Set budget, schedule, and targeting.
3. Upload logo, write headline, select products.
4. Submit for review.

Best practices

• Invest in high-quality creative.
• Test headlines and segment campaigns.
• Optimize Store pages for conversion.

Conclusion: Combine SP + SB to cover sales and brand growth together.